Affects your life every day Marketing is too important to be left to the marketing department.
--David Packard, Hewlett-Packard Personal Selling? Advertising? Making products available in stores? Maintaining inventories?
What is Marketing ?
All of the above, plus much more! What is Marketing ?
A Philosophy A Function A Management Orientation A Set of Activities, including: Products Services Pricing Promotion Distribution
What is Marketing ?
The American Marketing Association Definition
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
What is Marketing ?
Other Functional Areas Branding Test Marketing After Sale Service Personal Selling Physical Distribution Pricing Sales Promotion Advertising Product Development Market Research MARKETING Needs , Wants & Demands Marketers , Prospects & a Market Product or Offering The Exchange Concept Developing Competitive Advantage Market Segmentation & Target Markets Marketing Environment Marketing Mix Marketing Channels Supply Chain
Needs are basic human requirements which need to be fulfilled in order to survive.
The needs become wants when they are directed to specific objects that may satisfy the need.
Demands are wants or desires backed by ability to pay & willingness to buy specific products.
A Marketer is someone seeking a response from another party , called the prospect.
A Market is a group of people or organization , with needs or wants & with the ability & willingness to buy.
Product is any offering that can satisfy a need or a want.
Brand is an offering from a known source , which identifies a sellers product & differentiates it from the competitors product. The Exchange Concept
Desire to Deal With Other Part Freedom to Accept or Reject Something of Value Ability to Communicate Offer At Least Two Parties Necessary Conditions for Exchange Exchange involves obtaining a desired product from someone by offering something in return.
The Exchange Concept
Exchange may not take place even if conditions are met
An Agreement must be reached
Marketing occurs even if exchange does not take place A Transaction is a trade of values between two parties, on monetary or barter basis.
A Transaction involves several dimensions :- At Least Two things of value Agreed upon conditions A time of agreement A place of agreement
Transfer differs from transaction , it can take place without consideration.
Create Customer Value Maintain Customer Satisfaction Companies Create Competitive Advantage by Stressing Customer Importance Retain customers & build Long term relationships Customer value is the bundle of benefits customers expect from a given product or service.
Its no longer enough to satisfy the customer , you must delight them!
Customers are value maximizers
Marketing is process of Value Creation between two entities through the process of transaction.
Customer Satisfaction is a consumers feelings resulting from comparing a products outcome in relation to his/her expectations.
A marketer must meet or exceed customers expectations.
Focus on keeping customers satisfied.
Provide solutions to customers problems.
Customer retention is about developing loyal customers & building long term relationships.
The key to customer retention is customer satisfaction.
A Highly satisfied customer
always stays loyal to the company . pays less attention to competing brands & is less sensitive to price. Costs less to serve than new customers as the transactions become routine. Talks favorably about the company & its products.
Market Segmentation is a process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
identifying those segments that offer greatest opportunity to serve.
The selected market segment becomes the Target Market.
The marketer develops a market offering for each Target Market.
Marketing mix is a set of marketing variables that the firm uses to pursue its marketing objectives in the target market.
E.Jerome McCarthy classified these variables ,which he called the four Ps of Marketing. PRODUCT
PRICE
PLACE
PROMOTION Apart from the 4 Ps of Marketing , there have been attempts to develop an extended marketing mix to better accommodate specific aspects of marketing.
People
Process
Physical Environment Customer Analysis
Competition Analysis
Company Analysis The 3 Cs Model comprises of :
Marketing Channels link the marketer to the target customers.
To reach to the target customer the marketer uses three kinds of channels.
Communication Channels To deliver & receive messages from target buyers. Distribution Channels To display or deliver the physical product or service to the buyer or user. Selling Channels To effect transactions with potential buyers.
Examples of Marketing Channels The Supply Chain is the connecting link from the raw materials & components to final products which are delivered to the buyers.
The Production Concept The Production concept holds that consumers will prefer products which are widely available & inexpensive.
The Selling concept holds that consumers & businesses if left alone ,will ordinarily not buy enough of the organizations products.
Aggressive selling & promotion effort
Unsought goods & non profit areas
Hard Sell vs consumer wants
Overcapacity
Marketing Management Philosophies
The Marketing Concept
The Marketing concept holds that consumers a business should start with the determination of consumer wants & end with the satisfaction of those wants.
Consumer Orientation
Integrated Management
Customer Satisfaction
Competitor Intelligence
Realization of Organizational Goals
Marketing Management Philosophies Involves building long term mutually satisfying Relations with key parties , in order to earn & retain their long term preference & business.
Marketers have realized that the success of marketing depends upon relationships with :
Customers Distributors Dealers Suppliers
The operating principle is simple: build an effective network of relationships with key stakeholders & profits will follow.
Are companies that do an excellent job of satisfying consumer wants, necessarily acting in the best ,long run interests of consumers & society ??
Societal Marketing =
Consumer Satisfaction + Company s Profits + Societys well being
Societal Marketing Focuses on satisfying customer needs & wants while enhancing individual & societal well-being
Information for Marketing Decisions
Accomplishment of firms objectives
Widens Markets
Reputation
Helps to Develop Brand Loyalty
Helps to introduce new product
Helps to face competition
Movement of goods Meaning Center / Focus Perspective Target Market Focus Marketing Mix Process Nature of Process Price Determination Inter-functional Integration Views on customer focus Market
Gather, analyze, interpret information about environment Understand organizations mission and marketings role Conduct a market opportunity analysis Implement the marketing strategy Evaluate marketing efforts and make changes Develop a marketing strategy E-Commerce / E-Marketing
Web / Internet Marketing
Marketing using social networks
Business done online.
The biggest development in commerce since invention of money.
Changing the way people work , buy & Live.
Involves exchange of products , services , information & payment through the electronic medium of computers/networks.
E-commerce results when a firm connects its business systems to its customers , distributors , vendors etc
It is the umbrella term for the entire spectrum of activities such as electronic data interchange , electronic payment systems , order management , information exchange & other business applications with paperless or electronic documentation.
Ecommerce has three broad components
B B to B B to C
A Firms efforts to communicate , promote & sell its products & services over the internet.
Interactive form of marketing
The two components of web marketing are :
Marketing to Business Buyers Marketing to ultimate consumers
We can view web marketing in four ways : A Business A Medium A Marketing Channel (or tool for channel less marketing) A Complete Market place
Elevation of the Web from a medium of communication to a marketing channel to a complete market place.
The largest, most dynamic, sleepless, electronic bazaar/mall of goods and services , the world has ever seen!!
Electronic Presence
Advertising On-Line
Forums, Newsgroups, Bulletin Boards & web communities
Email & Web casting
Convenience
Scope for informed & competitive buying
Search advantage & options Bargain!! Can get more for less Transparency Accuracy
Shift of the power equation
Access to all markets.
Renders global marketing feasible for even small firms.
Helps constraints-free growth.
Scope for enhancing customer value & customer service.
Helps Relationship building
Helps reduce costs
Enhances productivity of sales people
Enables to adjust quickly to market conditions
A versatile medium of communication.
All products do not lend equally well for Web marketing
Limitation of examining the product
Problem of Delivery
Problem of confidence
Problem of payment
Low Density of PCs & internet
Legal Problems
Banking Industry
Entertainment Industry
Information Service
Stock Broking
Airways
Hotels
Others
Legal / Regulatory Problems E-documentation is not yet legally admissible Absence of Taxation Law
Infrastructural Problems Low density of telephone, PCs & internet access Infrastructural bottlenecks
Commercial Problems Problem relating to payment Low density of credit cards Inability to pay foreign suppliers
Other Problems Confidence in the system is low Problem of Hacking Problem of Illiteracy